Swim Lessons Hawaii
branding
UX
Web-Development
Context
Swim Lessons Hawaii is a well-established swimming school based in Hawaii, founded in 2015 by former professional Ukrainian swimmer Oleksii Savenko and his co-founder Xiao Yi. The business offers a wide range of swimming services from beginner lessons for children and adults to triathlon training, open water swimming, elite coaching, and certification programs for lifeguards and instructors. Deeply embedded in their local community, they’re known for their strong ethical values, community work, and regular beach cleanups.
They approached us to rebrand their business and completely overhaul their online presence, ensuring it better reflected their values, broad service offering, and professional standing.
Challenge
Over the years, Swim Lessons Hawaii had worked with various freelancers, which left them with a disjointed brand and a confusing, broken website. Their visual identity lacked coherence and consistency, resulting in a diluted brand image. The existing website built in Squarespace was fragmented, reliant on outdated plugins, and delivered a poor user experience.
Booking processes were handled across three separate platforms and via email, making it difficult for users to navigate and book services efficiently. The site failed to speak clearly to the business’s multiple customer segments, ranging from local families and visiting tourists to competitive athletes and military personnel seeking certifications.
Outcome
We began with a full branding workshop and competitor analysis, working closely with the founders to define a brand that authentically reflected their personality and values. From this, we created a new nature-inspired brand identity—anchored by a shark-shaped logo built around bold visual elements and organic patterns influenced by the Hawaiian environment.
To speak to Swim Lessons Hawaii’s diverse audiences, we developed a flexible brand system built around four distinct pillars:
Be Safe – for safety-first swim instruction, especially for children and beginners
Be Adventurous – targeting ocean swimmers, freedivers, and tourists seeking unique water experiences
Be Athletic – designed for competitive swimmers, triathletes, and fitness-focused users
Be Certified – aimed at those seeking professional qualifications such as lifeguard or instructor certification
The new brand system brought coherence, clarity, and personality across all touchpoints.
We then redesigned and rebuilt their website in Framer, delivering an improved UX and clean, modern UI. Key features of the new website include:
Fully integrated booking system via code embeds for seamless scheduling
Private lesson request workflows via Typeform integration
A dynamic CMS to allow the client to easily update group lessons and post new workshops
The end result is a fully integrated digital experience that aligns with Swim Lessons Hawaii’s mission, simplifies operations, and speaks directly to each of their target audiences. Since launch, the website has significantly improved user engagement and increased bookings across all lesson types.
